Two months after Magna Global warned its clients to "be flexible" and begin locking up inventory in key markets to prepare for high demand and a shortage of inventory because of an upcoming political ad spending blitz, the American Association of Advertising Agencies has sent out a similar warning to its members, MediaPost writes (via MediaBuyerPlanner). A bulletin sent on Friday to media agency executives advised that a "media buying frenzy" is coming thanks to the 2006 mid-term elections that could create significant shortages and cost increases of broadcast and other ad space in select cities and states in the coming six months.
In fact, TNS Media Intelligence released a political ad spending forecast that predicts "perfect storm" conditions in many key markets, with advertising totals in the first four weeks of '06 nearly equal to the advertising bought during the same period in '04 (during a presidential primary).
Complicating matters is that many of the most hotly contested races are occuring in major media markets, where media is expensive.
The following markets will be especially prone to tight conditions, according to the article: NY (especially central and upstate); Pennsylvania, particularly Philly and Harrisburg; Missouri; Florida (especially South Florida); Tennessee (particulalry Memphis and Nashville); Washington; Michigan (especially Detroit); Massachusetts; Arizona; Ohio; California; Maryland; Washington, D.C.; and Minnesota (particularly Minneapolis/St. Paul).